You are spending time and money to accrue earned media coverage, and it’s working. You were quoted in a top women’s magazine, several noted beauty blogs and your local paper – not to mention that spot on The Doctor’s where you talked about revision rhinoplasty.

But when was the last time you updated the media section on your practice website?It is important and easy to keep this section fresh. The content is already there – all you need to do is post or link to it.

Make sure to include:

  • Press releases
  • Links to press coverage on websites – magazines, blogs, newspapers
  • Links to broadcast appearances – TV, YouTube, videos, Vimeo
  • Links to quotes from you or your practice in trade journals
  • Journal articles that have your byline

This section is one of the first places that prospective patients as well as reporters will look when they visit your site. It can be a turn off if the first post is circa 2005. This is a dynamic field, and visitors want to know that you are on the cutting edge. If you are listed as one of the nation’s best doctors of 2012, it begs the question – what’s happened since then? Whenever possible, avoid using dates for that reason, and keep content fresh – most recent clip should be positioned on top.

Make sure there is a system in place to post all of your media hits. These can also be leveraged for social media posting. Posts such as “See what Dr. X told Allure magazine about the surprising cause of wrinkles” along with an image of the cover can generate a lot of likes and shares. (Older articles are perfect fodder for #TBT or throw back Thursday posts.)

As important as keeping the page up to date is to include a recent press contact email or phone number for media inquiries. You don’t want media calling a former publicist, who will likely refer the reporter to an alternate source.